Marketing Mix Of Roche Holding AG Funding the Genentech Acquisition

Posted by Zander Henry on Aug-22-2018

1. marketing mix

1.1. Understanding the marketing mix

• The marketing mix is an important set of marketing tools and characteristics that a firm uses to increase penetration in the target market groups
• Using the marketing mix strategically includes focusing on seven important aspects of marketing and branding for an organization, namely: product, place, price, promotion, people, process, and physical evidence

1.2. Importance of marketing mix

• The marketing mix helps a company choose and decide on a suitable marketing strategy
• The marketing mix also helps a company in resource and budget allocation to different aspects of the marketing strategy and product development
• The marketing mix also allows a company to choose the right and effective marketing tactics for its promotional needs

2. Marketing mix for Roche Holding AG Funding the Genentech Acquisition

Roche Holding AG Funding the Genentech Acquisition makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Roche Holding AG Funding the Genentech Acquisition is presented below:

2.1. Product

Product is one of the most important components of the Roche Holding AG Funding the Genentech Acquisition Marketing mix. The distinctive characteristics of the product by Roche Holding AG Funding the Genentech Acquisition are:

2.1.1. Quality

• Roche Holding AG Funding the Genentech Acquisition maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Roche Holding AG Funding the Genentech Acquisition procures raw materials from reliable and trusted suppliers only
• These raw materials are processed under carefully maintained environments to maintain high and consistent quality of the products
• High quality promise and delivery also provides Roche Holding AG Funding the Genentech Acquisition with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Roche Holding AG Funding the Genentech Acquisition are relatively easy to use
• All products come with a user manual, which is easy to understand and which provides simple instructions for product use
• The consumers can also call the 24/7 helpline to understand details about product usage
• Also, retail representatives provide detailed instructions and explanations regarding the use of the product at the time of the sale

2.1.3. Portfolio broadness

• Roche Holding AG Funding the Genentech Acquisition has a broad portfolio of products
• The broad portfolio helps Roche Holding AG Funding the Genentech Acquisition in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Roche Holding AG Funding the Genentech Acquisition
• The broader product portfolio also adds more value for Roche Holding AG Funding the Genentech Acquisition

2.1.4. Benefits of product consumption

• Roche Holding AG Funding the Genentech Acquisition offers functional benefits to consumers of the product use
• These functional benefits are promised and delivered – however, they are also delivered by other similar products
• The distinguishing aspect of Roche Holding AG Funding the Genentech Acquisition is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Roche Holding AG Funding the Genentech Acquisition promise consumers an ego boost, confidence, and security
• Roche Holding AG Funding the Genentech Acquisition also promises fulfilment of psychological needs on product consumption
• These psychological needs include, for example, the need for empathy, the need for belonging, and the need of feeling loved.

2.1.5. Different SKUs

• The products by Roche Holding AG Funding the Genentech Acquisition are available in different sizes
• Roche Holding AG Funding the Genentech Acquisition has made use of different SKUs to increase market penetration
• Different SKUs can be brought and used as per the consumption needs of the consumers, and the target markets
• Through the production of different SKUs, Roche Holding AG Funding the Genentech Acquisition has also increased the trial rate
• Different SKUs have also helped Roche Holding AG Funding the Genentech Acquisition improve its product accessibility

2.2. Price

Roche Holding AG Funding the Genentech Acquisition marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Roche Holding AG Funding the Genentech Acquisition uses a combination of a number of techniques for pricing its products, which are detailed below:

2.2.1. Premium pricing

• By using premium pricing for some of its product ranges, Roche Holding AG Funding the Genentech Acquisition encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Roche Holding AG Funding the Genentech Acquisition products amongst consumers
• With premium prices, Roche Holding AG Funding the Genentech Acquisition has successfully also made some of its product ranges exclusive by restricting sales and production. This, in turn, leads to a perception g luxury in consumption products
• Premium prices add a touch of privilege and high value in Roche Holding AG Funding the Genentech Acquisition products
• Using elements of premium prices in other product ranges has also allowed Roche Holding AG Funding the Genentech Acquisition to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since Roche Holding AG Funding the Genentech Acquisition has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, Roche Holding AG Funding the Genentech Acquisition also successfully adds more value to its products from the point of view of customers
• Roche Holding AG Funding the Genentech Acquisition also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Roche Holding AG Funding the Genentech Acquisition products because of its use of psychological pricing
• Roche Holding AG Funding the Genentech Acquisition is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Roche Holding AG Funding the Genentech Acquisition is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Roche Holding AG Funding the Genentech Acquisition to cover shipping and customs expenses
• Geographical pricing also allows Roche Holding AG Funding the Genentech Acquisition to maintain consistent revenue growth by altering pricing in different markets based on local currency value

2.2.4. Bundle pricing

• For some product ranges, Roche Holding AG Funding the Genentech Acquisition is also known to use bundle pricing strategy popularly
• Roche Holding AG Funding the Genentech Acquisition also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Roche Holding AG Funding the Genentech Acquisition experiences higher return on the cost of gaining a new customer
• With bundle pricing, Roche Holding AG Funding the Genentech Acquisition is also able to control costs and prices by lowering marketing and distribution expenses
• The use of bundle pricing also adds value to the umbrella brand name of Roche Holding AG Funding the Genentech Acquisition.

2.3. Placement

Roche Holding AG Funding the Genentech Acquisition places high importance on the placement of its products because it directly relates to accessibility for consumers.

2.3.1. Company-operated stored

• The company maintains stores operated by the management of Roche Holding AG Funding the Genentech Acquisition in all markets
• Company-operated stores give Roche Holding AG Funding the Genentech Acquisition higher control over operations as well as store layout and design
• Roche Holding AG Funding the Genentech Acquisition also interacts directly with the consumers and gathers important details regarding consumer behavior and consumer feedback through company-operated stores
• The company operated stores also give leverage to Roche Holding AG Funding the Genentech Acquisition in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Roche Holding AG Funding the Genentech Acquisition licensed stores also allow consumers to enjoy the various product offerings by the company
• Licensed stores also decrease the risk of financial and physical investment for Roche Holding AG Funding the Genentech Acquisition in unstable markets
• Licensed stores have also given Roche Holding AG Funding the Genentech Acquisition high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Roche Holding AG Funding the Genentech Acquisition has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Roche Holding AG Funding the Genentech Acquisition by aligning it with local cultural values
• Licensed stores also help Roche Holding AG Funding the Genentech Acquisition in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Roche Holding AG Funding the Genentech Acquisition has developed a successfully operational website for online order placement and order tracking
• Roche Holding AG Funding the Genentech Acquisition also encourages sales through social media portals, where the company takes orders through direct messages, as well as through a mini-shop model
• The company also stocks products with online retailers such as Amazon and eBay, as well as smaller local online retailers as well
• Online retailing, and using the internet to make sales has boosted the sales for Roche Holding AG Funding the Genentech Acquisition and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Roche Holding AG Funding the Genentech Acquisition also places its products in supermarkets and hypermarkets across the country
• A large number of Roche Holding AG Funding the Genentech Acquisition target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Roche Holding AG Funding the Genentech Acquisition

2.3.5. Partner agents

• In offshore locations, Roche Holding AG Funding the Genentech Acquisition also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Roche Holding AG Funding the Genentech Acquisition contracts with partner agents in other countries and markets for its product placement to ensure quality control and terms of negotiation

2.4. Promotion

The marketing strategy for Roche Holding AG Funding the Genentech Acquisition also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Roche Holding AG Funding the Genentech Acquisition to interact with the consumers and influence them directly. Roche Holding AG Funding the Genentech Acquisition uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Roche Holding AG Funding the Genentech Acquisition has corporate profiles on all social media websites and portals
• Roche Holding AG Funding the Genentech Acquisition uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Roche Holding AG Funding the Genentech Acquisition to understand the customers, their needs and demands
• Roche Holding AG Funding the Genentech Acquisition uses this feedback and incorporates it in its broader marketing and organizational strategy
• Roche Holding AG Funding the Genentech Acquisition also maintains a corporate website – which highlights company information, product information as well as information regarding any ongoing campaigns and sales

2.4.2. Reward Programs

• Roche Holding AG Funding the Genentech Acquisition has a loyalty card program for its customers
• The loyalty card allows customers to redeem points in exchange for products or other exciting gifts, as directed by the company
• Each purchase is entered into the loyalty card by Roche Holding AG Funding the Genentech Acquisition and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Roche Holding AG Funding the Genentech Acquisition on high valued purchases
• Frequent usage and purchase of products by Roche Holding AG Funding the Genentech Acquisition also has rewards against the loyalty card

2.4.3. Community Influencers

• Roche Holding AG Funding the Genentech Acquisition makes use of community influencers as its on-ground promotional efforts
• Roche Holding AG Funding the Genentech Acquisition identifies strong and confident individuals to be brand ambassadors in their communities
• Roche Holding AG Funding the Genentech Acquisition provides these brand ambassadors and community influencers with its product range and invites them to use it themselves to see benefits

2.4.4. Conventional marketing

• The company places advertisements in consumer-related magazines. This largely includes home decor, and home management magazines
• Magazine ads are not very frequent, but appear twice every quarter of the fiscal year
• In high-density locations, Roche Holding AG Funding the Genentech Acquisition also makes use of out of house hoardings
• Hoardings increase visibility for Roche Holding AG Funding the Genentech Acquisition and also work towards building stronger brand recall
• Roche Holding AG Funding the Genentech Acquisition also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by Roche Holding AG Funding the Genentech Acquisition have progressed to include a slice of life elements and characteristics
• TV advertisements by Roche Holding AG Funding the Genentech Acquisition also highlight the functional benefits of the product

2.5. People

The marketing mix of Roche Holding AG Funding the Genentech Acquisition also places an essential focus on people development and people building. This is because Roche Holding AG Funding the Genentech Acquisition realizes the importance of employees in building strong customer relationships. Roche Holding AG Funding the Genentech Acquisition develops its employee and people by focusing on the following aspects:

2.5.1. Training

• Roche Holding AG Funding the Genentech Acquisition makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at Roche Holding AG Funding the Genentech Acquisition are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at Roche Holding AG Funding the Genentech Acquisition also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by Roche Holding AG Funding the Genentech Acquisition take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• Roche Holding AG Funding the Genentech Acquisition, therefore, tries to develop the employee as an organizational member, as well as an individual
• All training is engaging, and hands-on so that employees do not only learn but also experience

2.5.2. Organizational ownership

• Roche Holding AG Funding the Genentech Acquisition works on strengthening the organizational commitment in its employees
• Roche Holding AG Funding the Genentech Acquisition builds employee loyalty so that people can reflect their optimal best at work
• Roche Holding AG Funding the Genentech Acquisition also understands that satisfied employees will lead to happy and satisfied customers
• Roche Holding AG Funding the Genentech Acquisition regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Roche Holding AG Funding the Genentech Acquisition also includes employees in decision making at different managerial levels, and regularly takes their feedback for different projects and products – which also work towards building organizational ownership

2.5.3. Motivation building

• Roche Holding AG Funding the Genentech Acquisition employees are the face of the organization
• Roche Holding AG Funding the Genentech Acquisition are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Roche Holding AG Funding the Genentech Acquisition distributes
• Another source of motivation is appreciation programs where management appreciates and acknowledges the work and performance of different employees

2.5.4. Succession planning

• Roche Holding AG Funding the Genentech Acquisition remains one of the leading players in the industry also because of its focus on succession planning
• Roche Holding AG Funding the Genentech Acquisition conducts succession planning for all managerial levels
• Succession planning is done through internal promotions as well as external recruitments to meet the needs and demands of the vacant job position at Roche Holding AG Funding the Genentech Acquisition
• Strategic succession planning has allowed Roche Holding AG Funding the Genentech Acquisition to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Roche Holding AG Funding the Genentech Acquisition has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Roche Holding AG Funding the Genentech Acquisition are clearly defined and communicated to the employees
• Roche Holding AG Funding the Genentech Acquisition makes sure that employees are well trained, and knowledgeable of all processes relates to operations
• All stages of operational processes focus on maintaining a high quality level and standard of the products
• Systematic process re in place for all operation – from procurement to the final sale of the products
• All operational processes are maintained, checked, and uploaded through the internal portal of the organization for supervisory purposes
• The use of online portals for operational processes also builds a strong backup for managerial purposes at Roche Holding AG Funding the Genentech Acquisition

2.6.2. People Management

• Roche Holding AG Funding the Genentech Acquisition has also defined clear processes for people management through streamlining its human resource management department
• Roche Holding AG Funding the Genentech Acquisition has defined guidelines regarding recruitment, training, compensation management, and performance appraisal of employees
• All people related processes are not only communicated to the management and supervisors, but also to employees to create a sense of transparency, and an environment of trust
• Progressive people management systems and processes have allowed Roche Holding AG Funding the Genentech Acquisition to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Roche Holding AG Funding the Genentech Acquisition also has defined policies and processes for managing and maintaining quality
• All products undergo triple quality checks to ensure that customers receive the best product
• In addition to quality checks at the production and distribution level, the management has also placed separate quality maintenance and quality check department
• The quality maintenance department has experts who make sure that not only the final product but also the processes involved in producing the product were infused with quality

2.6.4. Store management

• Roche Holding AG Funding the Genentech Acquisition manages store management through stringent and closely monitored policies and processes
• These processes relate to not only the floor and space design but also to the performance of the employees at the store
• The processes for store management also regularly monitor footfall and work on strategies to increase footfall through different tactics, and changes in the store design and store management
• The company also has a systematic process for customers who interact with the products and feel them before making the purchase
• The final sale at the store is also clearly defined – for the employees and the customers both
• Processes and policies are important for Roche Holding AG Funding the Genentech Acquisition for maintaining quality of the products, and for ensuring that the company does not experience any unnecessary expenses and costs

2.7. Physical evidence

The physical evidence is also important in the marketing strategy for Roche Holding AG Funding the Genentech Acquisition as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Roche Holding AG Funding the Genentech Acquisition include:

2.7.1. Store atmosphere

• The store design and management for Roche Holding AG Funding the Genentech Acquisition is exciting and creative
• The store atmosphere makes the customers feel relaxed and comfortable –so that they can interact with, and enjoy product offerings by Roche Holding AG Funding the Genentech Acquisition at ease
• The store design is also important for Roche Holding AG Funding the Genentech Acquisition because it controls the level and nature of experience and interaction that the customers have with the product and the brand
• With company-operated stores, it is easier for Roche Holding AG Funding the Genentech Acquisition to control and manage the store atmosphere to be able to positively influence customers and to be able to appeal to them emotionally

2.7.2. Packaging

• Roche Holding AG Funding the Genentech Acquisition has unique packaging, which is different from other players in the industry
• Roche Holding AG Funding the Genentech Acquisition also has a vibrant touché to its packaging, which is regularly changed in terms of colors and patterns
• The logo for the company is simple, and recognizable by the consumers easily
• The brand logo has also become a symbol of confidence, ambition, and aspiration for consumers who use products by Roche Holding AG Funding the Genentech Acquisition
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Roche Holding AG Funding the Genentech Acquisition

2.7.3. Website design

• The website design is simple and easy to use
• Roche Holding AG Funding the Genentech Acquisition has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Roche Holding AG Funding the Genentech Acquisition also has the brand logo, and is packaged similarly to the products offered by the company
• The design patterns, and color change on the website with changes to the product packaging to match various campaign needs and sale offerings